Investigating the Effect of Employer Brand on Employee Retention with Mediating roles of Employee Engagement and Organizational Citizenship Behavior

Document Type : Research Paper

Authors

1 Master of Human Resource Management, Faculty of Management and Accounting, Farabi Campus, Tehran University

2 Assistant Professor, Department of Business Administration, Faculty of Management and Accounting, Farabi Campus, Tehran University

3 Assistant Professor, Department of Public Administration, Faculty of Management and Accounting, Farabi Campus, Tehran University

Abstract

 
Because of the important role that employees play in organization success, organizations and particularly HR department develop strategies to retain these employees. One of these strategies is employer branding which affects employee engagement in addition to employee retention. Thus, investigating the effect of employer brand on employee retention with mediating roles of employee engagement and organizational citizenship behavior is the main purpose of this study. The Descriptive Survey Method is used in this research and the data are analyzed using structural equation modeling. All 233 employees of FANAP ICT Corporate are the statistical population of this research. Among them 146 employees are selected using simple random sampling as the statistical sample. Questionnaire is used as the research instrument. Collected data are analyzed using smart-PLS 2 software. Findings revealed that employer brand positively and significantly affects employee retention and employee engagement. The effect of employee engagement on employee retention and organizational citizenship behavior is also positive and significant. But organizational citizenship behavior found to be insignificantly related to employee retention. Moreover, it was revealed that only the mediating role of employee engagement in the relationship between employer brand and employee retention is approved

Keywords

References

منابع
 
ادیبی، زهرا؛ گل پرور، محسن و مصاحبی، محمدرضا (1390). «نقش تعدیل کننده­ی کنترل شغلی در رابطه­ی گرانباری، ابهام و تعارض نقش با پیامدهای رفتاری مثبت و منفی». فصلنامه دانش و پژوهش در روانشناسی کاربردی، سال 12، شماره 1. صص54 -65.
جبه­دار، علیرضا؛ تشکری، محمود و سعید­زاده، حمیدرضا (1391). «بررسی نقش‌‌های بازرسی ناجا در نگهداشت مدیران (مطالعه موردی فرماندهی انتظامی استان همدان). فصلنامه نظارت و بازرسی، سال 6، شماره 20. صص 7-28.
رحیمیان، اشرف (1392). «برند کارفرما؛ راهبرد نوین مدیریت سرمایه‌های انسانی». دو فصلنامه پژوهش‌های مدیریت منابع انسانی، سال 5، شماره 2، صص127-150.
سالارزهی، حبیب‌الله؛ مبارکی، مسلم و مرادزاده، عبدالباسط (1395). «نقش میانجی هویت سازمانی در رابطه­ی بین برندسازی داخلی و تمایل به ترک خدمت». فصلنامه مدیریت برند، سال 3، شماره 5، صص 97-118.
غلامحسـینی، اسـماعیل؛ بجـانی، حسـین و ملکـی­نیـا، عمـاد (1389). «عوامـل تأثیرگذار، مؤلفه‌ها و پیامدهای رفتـار شـهروندی سـازمانی». دوماهنامه توسـعه انسانی پلیس، سال 7، شماره 31. صص11-34.
فتاحی، مهدی (1385). «بررسی اثرات معنویت کـاری بـر رفتارهـای شـهروندی سازمانی و ارتباط آن با وفاداری مشـتری و کیفیـت خـدمات در سـازمان تـأمین اجتماعی»، پایان­نامه کارشناسی ارشد مدیریت دولتی. تهران: دانشگاه تهران- دانشـکده مدیریت. صص55-25.
محسنین، شهریار و اسفیدانی، محمدرحیم (1393). معادلات ساختاری مبتنی بر رویکرد حداقل مربعات جزیی به کمک نرم‌افزارSmart-PLS. تهران: موسسه کتاب مهربان نشر.
میرزایی، حسن؛ مجلل، محمد­علی و بیک­زاد، جعفر (1394). «شناسایی و اولویت­بندی عوامل مؤثر بر حفظ و نگهداشت منابع انسانی در فرماندهی انتظامی استان آذربایجان شرقی». فصلنامه منابع انسانی ناجا، سال 10، شماره 39، صص 65-86.
 
Ambler, T., & Barrow, S. (1996). The employer brand. Journal of brand management, 4(3), 185-206.
Andrew, O. C., & Sofian, S. (2012). Individual factors and work outcomes of employee engagement. Procedia-Social and Behavioral Sciences, 40, 498-508.
Armestrang, M., (2008). Strategic human resource management:4th Edition. London.
Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career development international, 9(5), 501-517.
Bakker, A. B., & Demerouti, E. (2008). Towards a model of work engagement. Career development international, 13(3), 209-223.
Bakker, A. B., Demerouti, E., & Verbeke, W. (2004). Using the job demands‐resources model to predict burnout and performance. Human resource management, 43(1), 83-104.
Bakker, A. B., Schaufeli, W.B., Leiter, M.P. and Taris, T.W. (2008). Work engagement: an emerging concept in occupational health psychology. Work and Stress, 22(3), 187-200.
Barrow, S. and Mosley, R. (2005), The Employer Brand: Bringing the Best of Brand Management to People at Work, John Wiley & Sons, Chichester.
Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: dimensions of attractiveness in employer branding. International journal of advertising, 24(2), 151-172.
Borman, W. C. (2004). The concept of organizational citizenship. Current directions in psychological science, 13(6), 238-241.
Chen, X. P., Lam, S. S., Naumann, S. E., & Schaubroeck, J. (2005). Group citizenship behaviour: Conceptualization and preliminary tests of its antecedents and consequences. Management and Organization Review, 1(2), 273-300.
Clarke, K. F. (2001). What businesses are doing to attract and retain employees--becoming an employer of choice, Employee Benefits Journal, 26(1), 21-23.
Dash, S., & Pradhan, R. K. (2014). Determinants & Consequences of Organizational Citizenship Behavior: A Theoretical Framework for Indian Manufacturing Organisations. International Journal of Business and Management Invention. 3 (1), 17-21, 2319, 8028.
Figurska, I. & Matuska, E. (2013). Employer Branding as a Human Resources Management Strategy. Human Resources Management and Ergonomics, 7(2), 35-51.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1),
Gallup (2009) Workplace Audit, Gallup Inc, Washington, DC.
Goswami, S., & Agarwal, R. (2015). A Study on Employer Branding and Its Impacts on Employee’s
Attraction and Retention. International Journal of Management and Social Sciences Research, 4(6), 9-15.
 
Guest, D. (2009). Review of Employee Engagement. Notes for discussion.
Heger, B. K. (2007). Linking the employment value proposition (EVP) to employee engagement and business outcomes: Preliminary findings from a linkage research pilot study. Organization Development Journal, 25(2), P121.
Knox, S., & Freeman, C. (2006). Measuring and managing employer brand image in the service industry. Journal of Marketing Management, 22(7-8), 695-716.
Kucherov, D., & Zavyalova, E. (2012). HRD practices and talent management in the companies with the employer brand. European Journal of Training and Development, 36, 86-104.
Kyndt, E.; Dochy, F.; Michielsen, M. & Moeyaert, B. (2009). Employee Retention: Organizational and Personal Perspectives. Vocations and Learning, 2(3), 195-215.
Macey, W. H., & Schneider, B. (2008). The meaning of employee engagement. Industrial and organizational Psychology, 1(1), 3-30.
Martin, G., Gollan, P. J., & Grigg, K. (2011). Is there a bigger and better future for employer branding? Facing up to innovation, corporate reputations and wicked problems in SHRM. The International Journal of Human Resource Management, 22(17), 3618-3637.
McCauley, C., & Wakefield, M. (2006). Talent management in the 21st century: Help your company find, develop, and keep its strongest workers. The Journal for Quality and Participation, 29(4), 4.
Miles, S. J., & Mangold, W. G. (2005). Positioning southwest airlines through employee branding. Business Horizons, 48, 535–545.
Organ, D. W. (1988). Organizational citizenship behavior: The good soldier syndrome. Lexington Books/DC Heath and Com.
Organ, D. W., Podsakoff, P. M., & MacKenzie, S. B. (2006). Organizational citizenship behavior: Its nature, antecedents, and consequences. Sage Publications.
Richman, A. (2006). Everyone wants an engaged workforce how can you create it. Workspan, 49(1), 36-9.
Ritson, M. (2002). Marketing and HE collaborate to harness employer brand power. Marketing, 24(10), 24.
Robertson, I. T., & Cooper, C. L. (2010). Full engagement: the integration of employee engagement and psychological well-being. Leadership & Organization Development Journal, 31(4), 324-336.
Saks, A. M. (2006). Antecedents and consequences of employee engagement. Journal of managerial psychology, 21(7), 600-619.
Schaufeli, W. B., Salanova, M., & Bakker, A. B. (2002). The Measurement of Engagement and Burnout: A Confirmative and Burnout: A Confirmative Analytic Approach. Journal of Happiness Studies, 3, 71-92.
Schaufeli, W. B., Taris, T. W., & Van Rhenen, W. (2008). Workaholism, burnout, and work engagement: three of a kind or three different kinds of employee well‐being?. Applied Psychology, 57(2), 173-203.
Shuck, B., & Reio, T. G. (2011). The employee engagement landscape and HRD: How do we link theory and scholarship to current practice?. Advances in Developing Human Resources, 13(4), 419-428.
Shuck, B., & Wollard, K. (2010). Employee engagement and HRD: A seminal review of the foundations. Human Resource Development Review, 9(1), 89-110.
Sokro, E. (2012). Impact of Employer Branding on Employee Attraction and Retention. European Journal of Business and Management, 4(18),164-173.
 
Van Dyne, L., Graham, J. W., & Dienesch, R. M. (1994). Organizational citizenship behavior: Construct redefinition, measurement, and validation. Academy of management Journal, 37(4), 765-802.
Vasquez, D. (2014). Employee Retention for Economic Stabilization: A Qualitative Phenomenological Study in the Hospitality Sector. International Journal of Management, Economics and Social Sciences, 3(1), 1-17.
Wright, P. M., McMahan, G. C., & McWilliams, A. (1994). Human resources and sustained competitive advantage: a resource-based perspective. International journal of human resource management, 5(2), 301-326.
 

Files

Share

How to cite

Statistics